How do you go about marketing your ICO? With more and more initial coin offerings hitting the market how do you increase your chances of success?

1. ICO Marketing Strategy
By Lorenzo Bolognini
WWW.DIGITALMARKETINGCLINIC.NET
LORENZO@DIGITALMARKETINGCLINIC.NET

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ICO Marketing
● Focus on the business, not the coin
● Not that different to regular product marketing
● About the problem not the solution
● About the audience not about ourselves
● Should take inspiration from traditional investor relations

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Brand Identity
● What does the brand represent?
● What specific story does our brand tells?
● Tone of voice

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Product
● What is the product?
● What problem does it solve?

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Pricing Strategy
● TBD depending on the product
● TBD depending on the ICO

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Main Strategy
● Launch the product before the ICO if possible to build trust
● Build holding company’s brand name
● Build each single ICO’s marketing message
● Back the ICOs value with something tangible (e.g real gold)
● Personal branding of the founders
● Transparency earns trust
● Build partnerships
● Great customer support during pre-sale and sale

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Strategy Guidelines
● Pick battles we can win to establish our reputation

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Content Strategy
● Thought Leadership
● Content on problems and audience
● Opinion pieces on crypto
● Macro-trend tie-ins

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Tactics
● Content Marketing
● List building
● Influencer marketing
● ICO Rating Platforms
● Social Media
● Bounty Program
● Referrals
● Pre-sale (for validation)

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Channels
Social Media Rating Agencies Affiliate Marketing Old & New Media
Facebook ICO Rating Blockchain News
Twitter Coin Schedule TechCrunch
Telegram Token Market Forbes
BitcoinTalk The Coin Telegraph Huffington Post
LinkedIn ICO Index Sole24Ore
Reddit
Medium
Instagram
YouTube

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Target Audience
● Underwriters
● Investors
● Traders
● Natural buyers

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Campaign Timeline
● 3 months minimum

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Inspiration /1: Reverse Engineering Gold
● Intrinsic value
● Steady supply and does not deteriorate
● Mostly stable over long periods of time

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Inspiration /2: Reverse Engineering Dollars
● Liquidity
● Constantly diluted due to inflation and low interest rates

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● Build a brand
● Build an audience
● Retarget audience
Foundations of Replicable Success

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Collaboration Scope
● Marketing Strategy
● Content Marketing Strategy
● Account / Project Management
● Campaign Execution

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Budgeting
Marketing Strategy, Campaign Management, Campaign Execution, Account
Management, Project Management.
Budget for Development, Graphic Design, Copywriting, System Administration,
Testing.

18. Thank You!
Need Digital Marketing Help? Get in touch for a free
consultation at:
WWW.DIGITALMARKETINGCLINIC.NET
LORENZO@DIGITALMARKETINGCLINIC.NET